Consumers are always online and on the go. Your business wants to reach out to them and observe their behaviour and how they spend their time.
But when you are expanding your business, the unpredictable digital landscape can quickly become overwhelming. With numerous responsibilities you need to attend to, how can you efficiently maintain a strong digital marketing campaign?
When you hire a digital marketing agency, it eliminates the guesswork and helps you enhance your digital presence so you will have a more robust presence online.
Know your buyer personas
Regardless of whether your marketing strategy is digital or not, you need to know your target. A digital marketing agency knows that the most efficient digital marketing tactics are built upon highly detailed buyer personas. Your first task is to create them.
Buyer personas are your ideal customers. It can be created via research, surveys, and interviews of your business’s target audience.
Keep in mind that this information should be based on facts and actual data. Making presumptions about your audience can result in your digital marketing strategy veering in the wrong direction.
To get a better picture of your persona, your search must include a mix of customers, prospects, and even people outside your contact database. But they must all align with your target audience.
Zero in on goals and the digital marketing applications you will need
Your marketing goals must always be tied to the goals of your business.
If your goal is to improve your revenue by at least 20%, the purpose of your marketing team is to generate 50% additional leads through your website compared to the previous year for better success.
Regardless of your overarching digital marketing aims, you must make sure that the success is measurable with the right digital marketing tools.
Audit your digital channels and assets
When you review your present digital marketing channels and assets to find out what to implement in your strategy, it is helpful first to consider the big picture. It will prevent you from feeling overwhelmed.
Organize what you have and categorise every asset on a spreadsheet. It will help you have a clear picture of all your owned media.
Strategise on your media
At the centre of digital marketing is your media. In many cases, it takes the form of content. Nearly every message your brand posts online will be classified as content. These include your about us, site page, product descriptions, podcasts, and social media posts.
Content helps with the conversion of your website audience. It turns them into leads and potential customers. Content also enhances your brand’s online reputation. When this content is optimised for search engines, it can kick up your search and organic traffic.
Regardless of your digital marketing strategy goals, it is critical to incorporate your owned media. You must decide which content you own will help you attain your goals.
If your goal is to create 50% more leads through your website compared to the past year, your about us page will likely not be a part of your strategy. But it can be if that page has performed as a lead generation machine previously.
Determine your goals and the digital marketing applications you will need
Auditing your previous earned media against your current goals can help you get a clear picture of where to put your time and energy. You must factor in where your traffic and leads are coming from. Rank every earned media source from most efficient to least efficient.
You can gather this information utilising tools such as Hubspot’s traffic analytics tool.
You might also find that a particular content you contributed to the industry resulted in massive qualified traffic to your website. It boosted conversions. You might also find that a social media profile is where you connect best with your audience. You can share content with them, thus increasing your traffic.
The point is to build a picture of what kinds of earned media will help you attain your goals based on your data history. But if there is something you want to implement, don’t hesitate or rule it out just because you have never tried it before.
Analyse your earned media campaigns
You need to evaluate your paid media across every platform to determine what will help you with your current goals. If you spent a significant investment on ad words and haven’t seen results, you may need to fine-tune your approach. You might also want to consider scrapping it altogether and focusing on other platforms that yield better results.
By the end of this process, you will have a better picture of which platforms and strategies you want to continue using. You will also get an idea of what you need to abandon.